Apple and CNN announced today that CNN.com would (at long last) start offering streaming content in QuickTime 4 format. CNN.com has exclusively offered RealVideo and Windows Media Player content for the last few years now. The announcement was delivered at the QuickTime Live! conference at the same time that Apple announced a new CNN.com QuickTime TV channel.

Visiting the CNN.com video page reveals that of the 5 choices offered for streaming, the QuickTime choice is labeled as "Smart." RealPlayer and Windows Media Player both have choices of "28.8" and "80 +."

According to Apple:

Apple® and CNN today announced that CNN.com will begin using QuickTime 4 to stream breaking news and the day's top news reports from CNN to millions of users worldwide. CNN has also launched a new channel on the QuickTime TV (QTV) network that will feature round-the-clock newscasts from CNN Headline News, on-demand daily video reports as well as audio reports from CNNRadio.

"Internet users worldwide have an ever-growing interest in multimedia offerings, and CNN.com's use of QuickTime significantly enhances the quality of our video and audio streaming capabilities," said Scott Woelfel, CNN senior vice president, general manager and editor in chief, CNN Interactive. "CNN's QuickTime TV channel will provide QTV users with a rich mix of up-to-the minute international and national news, global weather forecasts and highlights from some of their favorite CNN programs."

Macintosh® and Windows users can view QTV's diverse content via Apple's state-of-the-art QuickTime Player, which provides one-click access to users' favorite QTV channels as well as the ability to bookmark content from anywhere on the Internet. The QuickTime Player is available as a free download from www.apple.com/quicktime.

Visit the CNN.com site for news in QuickTime Streaming format.

The Mac Observer Spin:This is another very important coup for Apple. CNN.com is one of the most heavily trafficked sites on the Internet. Having content available in QuickTime 4 format further legitimizes Apple's technology. For consumers, it means we can get a much higher quality broadcast as last from CNN.com. For Mac users, it means that we will not be held back from viewing streaming content should RealNetworks once again deliver a PC update to its player before a Mac version.

Apple can also continue to leverage CNN's support for QuickTime 4 to bring other streaming content providers to the QuickTime fold. Critical Mass is indeed at hand for QuickTime Streaming.

Lastly, it is interesting that CNN.com label the QuickTime streaming choice as "smart." While this likely refers to QuickTime's ability to stream at your connection speed, it will look as if it is the "smart" choice to those who aren't tech weenies in the know. Of course, QuickTime is the smart choice, but it's great to see CNN.com acknowledge this.